Jessica Alba's Honest Company Ditches Direct Sales, Closes Stores Amid Financial Struggles
ByAinvest
Saturday, Dec 20, 2025 11:54 pm ET1min read
HNST--
Honest Company, backed by Jessica Alba, will close its direct-to-consumer sales channels on Dec. 28. The company will focus on developing products that meet its rigorous standards and sell through other retailers such as Walmart, Target, and Amazon. Honest Company was founded in 2011 and faced lawsuits over "natural" claims before reformulating products and adjusting marketing. It went public in 2021 with a $1.4B valuation.
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